Strategies in YouTube marketing

Videos on YouTube are easy as the platform is pretty smart at understanding how much your audience interacts with and likes your videos.

  • Create videos people want to watch. In the past, it was enough to just make a video version of what you were already creating, and your user base would eat it up. But if you look at the popular channels on YouTube, they have a certain formula. You need to make sure you are following a similar structure and keeping your quality high, consistent and watchable. Your topics should be those about which your audience is going to be passionate. Most importantly, you have to present it in a way that keeps their interest. Just talking into a camera isn’t going to cut it, unless you are really charismatic.
  • Come up with your own style and format. Unique ideas always win.
  • Plan ahead. Whether it is a series or single-shot videos on different topics, you need to really plan. Have topics set for certain times, with a shooting schedule and stick to it.
  • Focus on what works. This is going to be an ever-evolving process with some hits and misses along the way. Watch what works and what doesn’t and listen to your audience. If something isn’t appealing to most of them, you aren’t going to convince them with more of the same.
  • Come up with eye-catching branding. By selling, even though almost every video is the same type of content, using eye-catching thumbnails with bright red words in the corner.

Get discovered on the YouTube

When you upload videos, YouTube helps you build audiences for those videos by sharing them in various ways:

  • Search results. All public videos are considered in YouTube’s search function. When a user enters a query in the search bar on YouTube, the most relevant results—based on title, tags, and popularity—are displayed.
  • Home screen recommendations. YouTube’s home screen is customized to the tastes of each individual user. So when a user arrives on YouTube, the platform suggests content they might find interesting based on what they’ve watched in the past.
  • In-video recommendations. When users watch videos on YouTube, a sidebar appears with recommended videos based on the content of the video they’re currently watching as well as other content the user has watched in the past. When the video is over, an end screen appears with additional recommendations.
  • Trending videos. YouTube also has a Trending tab that aggregates the most viewed new videos. This feed is mostly reserved for the top channels on the platform.

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